SEM easy to ignore important factors: "News"

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For the search engine based on the SEM network promotion methods, E-commerce sites in the keyword input often overlooked an important factor is "news."

First, the SEM network to promote the way, although advertisers can choose their own keywords, but, in the results show, there is a search engine and the use of search engine users decide. Show where, how many people can search, how users will search, how to access?

Under normal circumstances, search engine users, search for specific business keywords, the basic search frequency and the number of searches are fixed, or in a certain normal proportion of floating. For example, the term "flowers", the normal number of daily retrieval in about 5,000 times, and to Valentine's Day this special festival, this year's Valentine's Day around 10,000 times.

Happened to write this article, query the "Flowers" of the number of searches, found with the "economic crisis" reported significantly increased during the middle of October, to Valentine's Day, the search for flowers fell by one times, and with the decline in news reports in line with the fall to about 2000 times a day, it seems that flowers such consumer goods, is a large consumer elasticity of goods, pure decorative use, the most easily replaced and reduce consumption.

This shows news, social environment on the impact of consumer behavior.

The example of this flower may be larger than the economic situation, but not representative, then take a real example, because of the user's business information, so only the expression of cause and effect.

This commercial user for a fire-fighting supplies production and vendors, belonging to the invisible industry, that is used a lot of places, but the end user of the enterprise does not understand, and even never heard (please search for Invisible Champion). Normally, the number of days to retrieve their business vocabulary is very small, and the demand is certain. But one day, suddenly its keyword by a large number of search traffic burst, and deduction fee, but only lasted a day, then return to normal. Its suspicion is cheating or malicious access, its maintenance personnel query all kinds of data, system all normal, access to the distribution of users, system query without cheating and malicious access problems, but the customer still doubt it. Later through Baidu news search this keyword news report, found that the flow of growth in the day of the network news has a piece, is a report of a fire drill, is the product of its commercial keyword products, and the article reproduced a few. At this point, find the reason for the sudden increase in traffic today is the report on the commercial products caused by the introduction of the user interest, users search this keyword, access to it.

With an example limited, just to show that when the data changes violently, should first look at the news, whether there is anything related to this keyword event occurred, and then find other reasons, so that unnecessary misunderstanding occurred.

Similarly, if you have the money, you want to have less cost to do event marketing (there are also relevant company cases have done such), can also consider the relevant news, choose to do some keywords, not too much, absolutely than the interactive marketing company's offer low, interactive event marketing is mainly the beginning, mainly the user spread, with the spread of the rest of the good run.